Exquisite Multimedia (EXP) owner Jerry Estrada knows what sells.
Often credited as the one who popularized foil packaging in today’s releases, Estrada is putting his proverbial best foot forward in his latest packaging creation – blinking lights on each DVD box.
“We thought about what would work and we finally came up with blinking lights on the box,” said Estrada, who first used foil packaging in 2003.
“We’re one of the few companies giving back to retailers to help them move product.”
Estrada’s first title using the packaging is the newly-released Exquisite DVD Sampler, featuring eight full scenes of more than three hours from previous releases.
The box features four blinking lights on the top of the front box cover which can be turned on or off with a tiny switch.
“It helps because you don’t want to leave a store and have your porn blinking for everybody to see.”
Estrada complained that foil has become passé, as more and more compilation releases use foil packaging, making it routine and ordinary.
“Foil was for new and important releases. Now it’s everywhere. It doesn’t stand out anymore, so we needed to do something.”
The company had other ideas as well, but none passed muster until the blinking lights idea, Estrada said.
“We thought about doing a motion sensor that when you walk by says something like 'Come fuck me’ or something. But imagine walking into a room where you have a thousand DVDs, are you going to know which one said something to you?”
Although the company has filed an application for a patent on the new packaging, Estrada says he’s moving forward with putting lights on its other new releases.
Among the first with the lights will be Nuts for BigButts, starring Katja Kassin and Harmony, releasing on Dec. 4. It will be followed Dec. 11 by Oh So Bootyful, starring black newcomers Bella De Leon and Felicia .
Exquisite is online at www.expxxx.com.
